The Indian Beer, Cider and Pre-mixed Spirits Market: What Consumers Drink and Why?

This report provides the results for the Beer, Cider and Pre-mixed Spirits market in India from Canadean\'s unique, highly detailed study of consumers\' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Beer, Cider and Pre-mixed Spirits market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Beer, Cider and Pre-mixed Spirits market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Beer andAle, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer and Lager are not considered essential items and therefore consumption patterns have been negatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?

Consumers\' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Beer and Ale, Flavoured Alcoholic Beverages, Lager, and Low Alcohol Beer and Lager.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumer segmentation by gender group reveals females account for significantly less Beer and Pre-Mixed Spirits consumption than men. Tradition is a significant factor in this, with alcohol consumption among Indian women a taboo until recently.

India\'s Better Off wealth group account for nearly half the total consumption of Beer and Pre-Mixed Spirits in value terms. Notably, the Hard Pressed and Moderate Income groups constitute the second and third largest cohort groups.

Key Highlights

Market value analysis reveals that Lager alone accounts for more than 82% of the Beer and Pre-Mixed Spirits market in India in value terms. Flavoured Alcoholic Beverages is the second largest segment.

Brand analysis reveals that private label\'s penetration in Flavored Alcoholic Beverages is higher compared to other categories in market. However, both remaining categories have a minimal penetration of2-5% of the overall market, limiting retailers\' revenues in these categories.

India\'s young population and increasing urbanization, which tends to lead Indian consumers to increasingly delay settling down, marriage, and childbirth, are key trends that will shape the Indian Beer and Pre-Mixed Spirits market.